Going Viral on TikTok

First of all, it must be specified that the success of a brand on TikTok is not measured by the number of followers, but on the basis of video views, interactions and the ability to inspire users. According to Laura Milani, Head of TikTok Italy’s Luxury Made in Italy Hub, in a recent interview with Sole24Ore, two out of three users admitted to having bought a luxury product they were not looking for, but only thanks to the stimuli of a creator on TikTok. The real directors are those who inspire the community with ironic, authentic, playful and creative tones, capable of building a special relationship with users. Relevant to those who follow them and skillful in knowing how to win over a community, their success is not given by the quantity of followers as much as by the ability to know how to win their loyalty, lead them from TikTok to the e-commerce site to then define a product sale. As three different realities in the jewelry world have done: Twojeys, Bijoux de Mimi, Jewelry Unlimited.

Twojeys: 39.8K Followers - 1.1M Likes
The company has already won the trust of the authoritative BOF, which wrote an article describing it as the Spanish men's jewelry start-up that, within a short time, has become a global phenomenon thanks to a highly unusual promotional campaign. The two founders chartered a “Pirates of the Caribbean” style schooner with a double star flag (the brand's logo) and sailed for three weeks in the waters around Ibiza, hosting a group of influencers, skateboarders, skiers and celebrities of various origins on board, whose posts and videos went so viral that the brand's engagement on Instagram almost doubled. From the end of 2019, when the e-commerce went online, Twojeys sales increased by 700% in 2020 to over two million. In 2022 the turnover reached four million euros and in June 2023, the first London flagship store in Soho’s Brewer Street opened. Twojeys has a business model with 95% of sales coming from the web.

Jewelry Unlimited: 701.6K Followers - 12M Likes
Based in Atlanta, the company has reached half a million followers mainly by posting videos featuring its most famous clients, including rapper Young Thug, Migos, Latto, DaBaby, Rich the Kid, Est Gee, 42 Dugg, Lil Baby and Future. From gold chains to stone-laden pendants, the success of this family-run business, founded by Wafi Lalani, now lies in the unique pieces created for the hip-pop music world where the company has found its niche.

Bijoux de Mimi: 70.6K Followers - 4.5M Likes
In less than two years since launching her project on Instagram in late 2020, founder Amelia Hitchcock-Merritt has now reached $85,000 in revenue per month with a marketing strategy based on gifting. In February 2021, she began a collaboration with a TikTok influencer, @lozeak, an 18-year-old musician with a profile of 45.5 million likes, by sending him Huggie hoop earrings. From there, sales doubled. Amelia realized that her presence on TikTok would be key to attracting the Gen Z audience, but without the involvement of influencers she would struggle. By mid-2021, Amelia had reached 500 influencers per month. Even if the content is primarily based on TikTok, it is still important that influencers have a significant following on Instagram as well, in order to redirect consumers there because Instagram has control over sales.